Wednesday, June 20, 2012

Step-By-Step Guide to Getting PR (Public Relations), Publicity, Blogger and Traditional Media Exposure for your Coaching Business

Posted on Wednesday, June 20, 2012 by International Coach Federation

This guide is based on Owen McGab Enaohwo’s interview with Jason Womack.
While he was a high school teacher, Jason Womack started offering a class once a month to teach students about other aspects of life they wouldn’t find in books such as how to study for a test or how to organize their work space. This glimpse into helping people lead more productive lives made Jason decide to become a coach.

Today, Jason is an Executive Coach, the CEO and co-founder of The Womack Company, a personal development firm that presents techniques to enhance personal productivity and team effectiveness, and he’s the author of the book, “You’re Best Just Got Better: Work Smarter, Think Bigger, Make More”. He’s been featured on CBS and Fox News and has been published in magazines like Inc. and Entrepreneur.

Jason believes that most people these days treat their PR like a transaction instead of like a relationship. In this interview he offered some very valuable tips to help you stop making transactions and start building relationships.

Here are the actionable highlights from the video:

1. Find the journalists and authors who write about what you’re working on so you can start building relationships with them.

Jason talked about how he goes about finding the journalists and authors he wants to build relationships with. He does two specific things that help him do this.

Action Step 1 – Make a list of the magazines, newspapers, blogs, radio shows, and television shows where you would like to be mentioned or have your material offered. Then set Google Alerts for all the journalists who write in your domain. When one of them writes something, read it and send them the thank you email using the 4-step process above

Action Step 2 - Do a Twitter Search

1. Save searches with certain keywords then check in to see who has typed sentences with those key phrases in them
2. Jump into the conversation if and when appropriate
3. Follow them
4. Tweet at them if you can
5. Add something to their post and tag them
6. Then, find out which journalists are tweeting, blogging, Facebooking, LinkedIn-ing about that subject and find a way you can join the conversation

2. Write to the journalists and authors of the articles and books you read to start building a relationship with them.

Jason was at a conference listening to a lady on a panel speak. While he was listening, he made a list of six different article ideas for the magazine she worked for which happened to be Entrepreneur. When the discussion was over, he walked up to the lady and used the following formula to start building a relationship with her:

  • Thank You – He thanked her for what she contributed to the discussion
  • Here’s Why – He went on to tell her about one specific thing he really enjoyed hearing about
  • Here’s Someone Similar – He brought up another article or book he had read that related to what the lady was talking about
  • Here’s what I would like to add – He showed her his list of ideas
  • The lady took the list and eventually contacted Jason to write an article for Entrepreneur.
Action Step – For the next five days, read an article or blog post and write to the journalist or author who wrote that article. Use Jason’s formula:            
  • Thank You – Thank them for taking the time to write the article.
  • Here’s Why – Tell them what you learned and why it matters to you.
  • Here’s Someone Similar – Provide the name of someone who’s writing something similar
  • Here’s What I Would Like to Add – Let them know your idea and make sure the collateral you send them outlines the idea fully without giving away too much for free.
3. Create a piece of collateral to give to the journalist or author so they can see that you do have good ideas to contribute.

Jason says there are two reasons most journalists delete most of the stuff people send them; people send ideas that are only half though out and they send the information without first building a relationship with the journalists.A good example of this type of collateral is a press release. Jason has a five-step formula he uses to write his press releases. The formula is:

I. Problem
II. Significance
III. Statistics
IV. Solution
V. Case Study

Action Step – Construct a press release using Jason’s formula that addresses a problem and then shows the journalist the solution

4. Define the success of your PR campaign so you’ll know what to do and what not to do next time.

Are people calling or emailing you and saying that they enjoyed your piece and telling you why or how it helped them? Are they leaving comments on your blog post?

Action Step – Find a blog post or article you wrote that didn’t get any feedback. Reread the piece and see if there’s something you can change that will make people comment.

5. Make a “So That” list so you know why you’re doing the things you do.

Jason says that once you know why you’re doing the things you’re doing to get PR, you can better assess whether those things are worth doing or not.

Action Step – Make a list of all of the things you do to get PR for yourself and after each one write “so that” and then write the reason why you’re doing each thing. This will give you a better idea of whether or not what you’re doing is a good idea or not.

Want to make sure you get the same results with you PR Campaigns?

Watch the full interview now by clicking on this link and when you are done share other PR or Publicity getting ideas on this blog by using the commenting form below.

Owen McGab Enaohwo provides time-strapped coaches with Virtual Assistants at H.Y.V.A.™ and he is the host of The Coach Blueprint™ a video interview series where successful and proven coaches come to teach tips, strategies and ideas that are currently working for them.

3 comments:

  1. thank you for this owsem informations .
    i m from morrocco and and i d like to be an icf coach
    i studied coaching for 15 years and i d like to join the icf community

    ReplyDelete
  2. Fabulous! You can join the ICF online, here: http://www.coachfederation.org/join-icf/.

    ReplyDelete
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